After China became a member of the World Trade Organization in 2001, the company laws in China were revised, allowing easy entry to international companies. Also, since tariffs were reduced, there was a growth in imports of cosmetics by 1996 to 2001 period. Many multinational cosmetics companies began to manufacture in joint ventures with local partners. In 2004, multinational brand sales were less than half of the total volume of cosmetic sales. However, it contributed 80% to the value of sales. P&G held a leading position with a 14% market share . Another leading multinational cosmetics company was Unilever. Both the companies led the market with their low pricing strategy